Update Note Magda was recently invited to Matt Davies and Jacob Cass’s podcast, Just Branding, to discuss the article below and the topic of […]
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The relationship between a corporate brand, consumer brands, sub-brands, products and services, product variants, and acquired businesses within a company’s portfolio is defined by […]
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Brand architecture describes the role of the corporate brand in marketing products and services, as well as the relationships between all the brands, sub-brands, […]
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We have previously written about the positioning of the most valuable brands in categories such as automotive, B2B, beer, luxury fashion, and media as well as the most […]
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True to our annual tradition, we’re back with another brand quiz. Our six previous quizzes can be found here, here, here, here, here and here. If […]
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Some brand experts wholeheartedly believe in it, while others view it as just another marketing fad. Yet, one thing is certain: purpose-driven branding is […]
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We have previously written about the positioning of the most valuable brands in categories such as automotive, beer, media, payment solutions and luxury fashion as well […]
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Although the factors behind Apple’s commercial success have been widely analysed, the topic of the company’s brand management practices – pivotal in driving the […]
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Even the most seasoned marketers sometimes get brand terminology wrong. On the one hand, some terms are incorrectly used interchangeably (e.g., brand strategy and […]
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Seven years ago we wrote two articles about the latest trends in brand strategy (you can read them here and here). Back then, we […]
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Unless you work for a brand-centric organization, you may still not appreciate the impact certain brand-related decisions might have on your company’s commercial performance. […]
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In line with our annual tradition, we’ve prepared another brand quiz for you. Our five previous quizzes can be found here, here, here, here and […]
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This is our sixth article focusing on global brands that have changed their brand strategy in recent years. Changes might include a refreshed positioning […]
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Our three previous articles in this series covered the following rebranding case studies: – Bell Atlantic and GTE becoming Verizon, and Lucky GoldStar becoming LG (part […]
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In one of our previous posts, we wrote about the four things that are generally believed to help build a strong brand but which rarely […]
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In January 2018, we wrote the first version of this post, analysing the positioning of the most valuable brands in the world. The estimates of […]
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In line with our annual tradition, we have prepared another brand quiz for you. Our four previous quizzes can be found here, here, here […]
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In one of our previous posts, we wrote about the most important KPIs measuring brand health. Today we’ll take a look at four types of […]
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We have previously written about the positioning of the most valuable brands in categories such as beer, media, B2B, payment solutions and luxury fashion, […]
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“Differentiate or die”, the term coined by Jack Trout, has for years been the mantra of marketing experts, who believe that a brand has […]
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In one of our previous posts we analysed four types of brand research study which have proved to be most effective in solving business problems […]
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It is becoming more complicated to define what constitutes a media brand. Most companies have become content publishers and to some degree act like […]
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This is our second post in a series discussing the most remarkable brand launches of the last three decades and the reasons why the […]
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In the last few years, we have written a series of articles analysing the most instructive rebranding case studies, including stories such as: – […]
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In one of our previous articles, we explained how challenger brands, by being daring, cheeky and rebellious, attempt to stand out from the crowd […]
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It has become our annual tradition that in May we post a new brand quiz. Our three previous quizzes can be found here, here and […]
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In one of our previous posts, we analysed several examples of well-known brands arranged into three groups, based on where they belong on a […]
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In our previous posts from this series, we analysed the positioning of Nike, Lego, Jack Daniel’s (part 1), Guinness, Red Bull and Ferrari (part 2). […]
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It has become our tradition to publish a summary of the past year in December, focusing on the aspects that people liked most on […]
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Last year we wrote our most shared article so far, “Brand differentiation vs. brand distinctiveness – what matters more?”, in which we: – explained […]
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No other category has mastered the art and science of brand strategy like alcohol brands. Their understanding of consumers’ needs and their finesse in […]
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In this series of articles, we analyse how some big brands have dealt with serious crisis situations. By serious crisis situations, we don’t mean […]
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This post is the first in a series, in which we are going to analyse the most remarkable brand launches of the last three […]
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In our previous post from this series, we analysed the positioning of Nike, Lego and Jack Daniel’s. Today, we are taking a look at […]
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It has become our annual tradition that in May we post a new brand quiz. Our two previous quizzes can be found here and […]
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We first published this post in January 2018 and since then it has become one of the most popular articles on BrandStruck. This version […]
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Last year we wrote a post that analysed how Gillette, Axe / Lynx and Old Spice approach the topic of masculinity. Today’s article focuses […]
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Once again, it’s the time of the year when we publish our annual summary, covering what people enjoyed reading on BrandStruck, which of our […]
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If it were not for the academics representing The Ehrenberg-Bass Institute for Marketing Science, (mainly Byron Sharp, Jenni Romaniuk and the late Andrew Ehrenberg), […]
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If you ask two or more brand experts what, according to them, constitutes an iconic brand and how various products and companies in fact […]
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We have recently read an interesting Retail Dive piece on labels introduced by well-known retailers that have become more commercially successful than their parent […]
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This is our fifth piece in a series of posts focusing on global brands which have changed their brand strategy in recent years. Changes […]
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Last year we published our first brand strategy quiz. Encouraged by its popularity, we are posting a new one this year as well. If […]
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Gender fluidity is slowly but surely becoming part of the mainstream media agenda and as a result, brands are increasingly expected to be much […]
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Anyone who has ever had to come up with a name for a new product or a new company, knows how draining the process […]
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Our blog is almost solely about brand strategy. Even when we write about execution, we always attempt to understand the strategy behind it. This […]
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In March 2017, we wrote the original post about the three most valuable luxury fashion brands. At that time, the 2016 Interbrand Best Global […]
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December is the time of the year when most blogs and magazines publish their annual summaries, top 10s and various lists of all things […]
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People form opinions about consumer brands based on their interactions with its products, on communication, the brand’s visual identity and standards of customer service […]
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We have already covered a good deal on the topic of rebranding – from the main points to consider when rebranding to the most instructive […]
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There are a number of research studies that prove that in many categories, price perception plays an equally significant role to the actual price […]
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A few months ago, we wrote a post about the most important metrics and KPIs measuring brand performance, which was later followed by a […]
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In our two previous posts about the most instructive rebrandings of all time, we wrote about how Norwich Union and CGU created Aviva, how […]
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This is our fourth piece in a series of posts focusing on global brands which have changed their brand strategy in recent years. Changes […]
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Today, instead of a regular blog post we are launching our first brand quiz. If you’ve been reading our articles and brand strategy case […]
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When two companies are going through a merger or an acquisition (M&A), the branding strategy is often the last thing that senior managements think […]
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In the previous posts from this series, we wrote about how and why such brands as Johnnie Walker, Coca-Cola, Reebok (Part 1), Dr Pepper, […]
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It’s hard to find a big, global brand which hasn’t been through a reputation crisis. Having analysed more than 200 of the world’s biggest […]
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For decades, brands, in their pursuit to increase awareness, have sought to enrich their image with new associations or simply reach a specific niche […]
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Let’s assume that you are in charge of a mainstream brand and that, according to research, respondents think it is as good as white […]
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Nobody wants to be perceived as a lousy strategist. Even if someone’s job has both strategic and operational elements, for some reason, people are […]
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There are several companies producing annual rankings of the world’s most valuable brands. However, only three currently matter: “Best Global Brands” by Interbrand (a […]
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Both in this and the previous post, we have summed up our key lessons and insights related to how people use BrandStruck, as well […]
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It’s been almost five months since we launched a full version of BrandStruck, and more than a year since we started testing the first […]
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In the previous post, we discussed why Apple, Coca-Cola and Heineken have changed their marketing strategies and moved from brand-driven campaigns to campaigns with […]
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A topic of frequent debate among marketers is whether a company’s communications should focus on their brand or their product. “Brand enthusiasts” argue that […]
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In the previous post from this series, we wrote about recent changes in the brand strategy of three global brands. We explained how Johnnie […]
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In the previous post we wrote about two famous rebrandings: how Abbey National, Bradford & Bingley and Alliance & Leicester became Santander and how […]
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Rebranding should never be a decision taken lightly. It costs money, is time-consuming, requires years before any benefits can be seen and often ends […]
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Over the years, having worked with hundreds of brands representing various categories, we have come to the conclusion that the number of potential brand […]
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In our last post we wrote about the three biggest trends in brand strategy. Today we want to take a look at the three […]
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At BrandStruck, we’ve analysed over 100 brand strategies, to find out how brand essence, values and character are built up and communicated. Having conducted […]
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At BrandStruck, we have a database of more than 100 brand strategy analyses (and growing every week). For each of the brands we’ve looked […]
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A few weeks ago, we wrote a post about the differences in how companies want to be perceived as consumer brands, corporate brands and […]
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As innovation continues to drive business growth, it has become more and more common for brands to include technology as part of their brand […]
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When a famous company rebrands, almost everyone has an opinion on whether it was a good or bad idea and whether the new identity […]
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We previously wrote about brand architecture, talking about the differences between branded house and house of brands, and sub-brands and endorsed brands. These four […]
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Last week, we started a new series of BrandStruck blog posts, taking a look at some of the most fascinating brand wars. In business, […]
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Most big names in the business world have direct rivals, who offer similar products in entirely different ways. They usually appeal to separate segments […]
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Over time, every company will change its branding strategy with the aim of keeping communication fresh, enticing new markets and continuing to excite the […]
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Can you tell what brands such as Apple, Coca-Cola, Samsung or McDonald’s stand for today as opposed to what they were 5 years ago? […]
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Rebranding is always a hot topic for marketing journalists and bloggers and a hot potato for communications teams. It rarely goes without controversy as […]
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Mark Ritson, in his brilliant video, called brand purpose “a trendy distraction” and spectacularly sent it to the marketing hell. Ritson claims that companies, […]
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There comes a time in every company’s life – big or small, when it will consider a rebrand. The rebrand might consist of a […]
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We’ve now analysed nine out of the twelve brand archetypes, explaining what they are, how they are applied by famous brands, what connects them, […]
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Brand archetypes’ typology is one of the most common brand classifications. It divides brands into 12 understandable and relatable categories, which determine how a […]
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Almost every consistent brand can be linked to one or two archetypes – a brand typology rooted in the psychological framework created by Carl […]
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For a brand to be successful, a strong identity is key. In order to build it effectively, it needs to be based on an […]
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It’s not easy to come up with the perfect strategy to build the perfect brand and all too often, people responsible for brand management […]
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Distinctiveness of brand strategy is thought to be a key success factor of any brand, as it is believed to accelerate the growth of […]
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Every company has to change its brand strategy from time to time. It’s the key to keeping communication fresh, while ensuring it continues to […]
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There comes a time, when the brand you are responsible for, needs some kind of a revamp – repositioning, refresh of design or a […]
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Earlier this week, one of the biggest online acquisitions of the decade was announced. In a surprise move, Microsoft confirmed it would invest a […]
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